When we are plunged into the unknown by momentous events like COVID-19, our disorientation is heightened by a sense of urgency. We are forced to rethink our understanding of time: the time to act, the time ahead, the time remaining. For some, the pandemic is reducible to the novel experience of social distancing, yet, for others it has more destabilizing affects like fear, depression, and anxiety. All of this can potentially mix into a cocktail of psychological and physical effects with unforeseeable long-term consequences.
While some prefer to delay, or even deny necessary changes, COVID-19 is presenting all of us with a much larger challenge. In the face of massive disruptions to our day-to-day routines and the loss of certainty of our “peacetime” luxuries, one clear focus has emerged: a renewed interest in all things related to healthcare. We are confronted with the ways in which we care for ourselves and each other’s wellbeing. This can also be seen in the swell of renewed political awareness and activism calling for a more just distribution of access to high-quality healthcare for all members of society, especially as the number of uninsured is growing.
Healthcare providers now have the opportunity to assume leadership roles, rebuild trust and design new ways of providing care. Faced with such uncertainty, the pandemic has caused some to remain detached, resorting to denial, despite clear signs of strain on our everyday life. But others, from the already health and fitness obsessed, to those who have neglected longstanding health issues, will likely want to invest more energy and attention in addressing their health concerns. While the first group may display an even more aggressive approach to maintaining and optimizing their health, the second group may renew their commitment to addressing underlying health conditions. They will want to learn about ways to boost their immunity, condition their bodies, and supplement their nutrition. And in time, they will seek to schedule - or reschedule – preventative measures such as cancer screenings and mammograms.
The motivations for seeking or avoiding healthcare are varied and require tailored approaches. The key is listening to patients and finding the right tone of communication. As healthcare providers, we need to be able to develop mindful strategies of communication, engagement, and services which account for the varied needs and perceptions of COVID risk. This can mean a further integration of online-offline services and telemedicine, designating COVID-free treatment areas, a rapid transition to ambulatory surgery centers, home visits for the elderly and those with pre-existing conditions, collecting clinical data from specialized facilities such as pharmacies, imaging centers, and pathology labs, and even rethinking the traditional pay-per-service model.
The picture is undoubtedly complex and revenue growth is under unprecedented pressure. Yet, the pandemic and post-pandemic world also offers a wealth of opportunities to scale innovation and create competitive, clinically effective and value-based healthcare.
Contact Doc Builder today to see how we can leverage your practice to adapt to these evolving times.